Pengaruh Consumer Ethnocentrism Dan Product Knowledge Terhadap Brand Image Da…

ABSTRACT This study aims to examine the influence of consumer ethnocentrism and product knowledge on brand image and purchase intention, with a focus on Rose All Day Cosmetics Brand. A questionnaire was distributed to 100 respondents and analyzed using the Structural Equation Modeling – Partial Least Square (SEM-PLS) method with SmartPLS version 3.2.9 software. The results show that cons…